How We Generated Property Leads at £11 CPL for a New UK Business

The challenge: Competing in one of the toughest markets in the UK

Easy Move Homes (EMH) came to us as a completely new property-buying business.

Website development was in progress by their internal team. No social presence. No leads. No marketing strategy.

The company’s goal was clear - help homeowners sell quickly and stress-free - but the market was dominated by well-funded giants like WeBuyAnyHome.

With a limited budget, we had to prove results fast and build the foundations for long-term growth.

• Full project details: Easy Move Homes – Real Estate Lead Generation & Social Growth
  

Step 1: Build visibility first

Before asking for leads, we needed awareness.

We ran brand-building campaigns on Facebook and Instagram showing that EMH was a real, local company that homeowners could trust.

• Cost per 1,000 views (CPM): £0.07
  
• Thousands of impressions within the first week
  
• Ads focused on people and stories, not slogans

By leading with empathy, we positioned EMH as a company that helps, not just sells.

Step 2: Convert awareness into real leads

Once trust was built, we switched to lead generation ads using Meta Lead Forms.

We tested several story angles to find what resonated:

• “Inherited a house you don’t want?”
  
• “Tired of being a landlord?”
  
• “Sold in 10 days – no repairs needed.”

Early tests came in at £33 per lead.

After refining copy, imagery, and targeting, we brought that down to £11–15 CPL - a 65% improvement.

Step 3: Keep the conversation going with retargeting

Next, we used WhatsApp engagement ads to re-engage anyone who clicked, watched, or visited the site.

This gave us:

• Click costs as low as £0.14
  
• Consistent flow of warmer, higher-quality enquiries

WhatsApp proved especially effective for the 40+ homeowner audience who prefer personal contact over long forms.

Step 4: Grow credibility through social media

We aligned paid ads with organic content, growing EMH’s brand identity while improving ad performance.

Facebook results

• 168.6K views
  
• 1.2K link clicks
  
• 177 content interactions

Instagram results

• 64.2K views
  
• 1.4K followers gained
  
• 39.5K reach
  
• 444 interactions

Across both platforms, EMH content reached over 200K people and drove real, trackable leads into the CRM.

The Outcome

What this means for other property businesses

Most property companies focus on logic - “We buy houses fast.”

But the truth is, emotion drives decisions.

Our best-performing ads didn’t sell features; they told stories that mirrored real homeowner problems.

By combining empathy-based creative with data-driven optimisation, EMH now has a repeatable system that delivers measurable ROI every month.

Key takeaways

• Start with trust. Awareness first, leads second.
• Test messages relentlessly. The cheapest leads come from refined angles.
  
• Retargeting is underrated. WhatsApp and Messenger ads cut CPL dramatically.
  
• Combine organic and paid. Consistency across both makes every campaign more efficient.
  
• Keep everything under one roof. When strategy, website, CRM, and ads are handled by one team, communication is faster, costs are lower, and results come sooner. In EMH’s case, we provided audits and feedback on an externally built website, but if the whole system had been developed by our studio from day one, the lead generation setup would have been more seamless and cost-efficient.

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